eyeblaster creative presentation. company and solutions the creative opportunity video best...
TRANSCRIPT
Global Digital Marketing SolutionsSuperior Technology & Expert Service Spanning 15
Countries
Digital ad serving and campaign management since 1999
Recognized rich media and video leader
Offices in all key digital markets providing 24/7/365 coverage
Eyeblaster: A Winning ProviderEliminating Challenges Today & Paving New Roads for
Tomorrow
Built on the Foundations of Rich media Success to delivery tomorrow’s needs
Provides a integrated solution to all needs, that is fully loaded with time and
cost efficiencies
A true global leader, present in all key markets
First to market with integrated emerging media in-games
An innovative partner to an entire non-technical industry
Eyeblaster Ad Server
Eyeblaster Rich Media
Eyeblaster Video
Eyeblaster Search
Eyeblaster In Game
Future / 3rd Party
Eyeblaster Ad Campaign ManagerPlanning &
BuyingTrafficking &
WorkflowTracking &
OptimizationDelivery
Data & Analytics
Eyeblaster Advertising Campaign Manager (ACM)
Direct AccessEyeblaster Services
Training & Certification
Creative Management
Engagement – All Rich Media & Video formats supplemented by a range of
interactive features
Scale and Time saving – Eyeblaster interface built into flash that reduces Ad
production time and eliminated knowledge barriers
Accountability – Our Engagement and Interaction reporting is the industry’s
only solution for reliable reporting on ad engagement at unique user level
Best practices & Knowledge – Eyeblaster Account Management team will
provide you with Rich Media & Video best practices, customized reporting and
benchmark data for Planning and analysis of campaigns
Services – Full Creative and Full Production Services available to enable scale and
eliminate knowledge barriers
ACM Rich Media & Video Creative Key benefits
[index]
From This… (Pull)
Most online advertising uses banners to point at a destination website
So why does the ‘Pull’ not always bring results?
Only one measure of success i.e. Yes or No - Click thru
Industry average CTR is below 0.3%
Clicks are not qualified Small file sizes and
pixel sizes compromise the online message
Users are focused on online goals and don’t want to be side tracked
Trying to attract the user to your website
[index]
…To This (Push)
Eyeblaster brings the website into the banner, reaching 100% of users
Interaction rates show at least 300% uplift on click-thru’s
Average duration over 1 minute*
Polite & progressive downloading enhances user experience
Benefit from unlimited file size available on Demand
Customised tracking and reporting Costs can be combined with
website development
Delivering content to the user, exactly where they are
*Source: Campaign data for Sony Ericsson P910
[index]
Rich Media – Driving conversations with consumers
Engaging and Rich content to ‘compete’ successfully for user attention
Viral mechanism
Voting, user participation
Before & AfterBiosUnique content
Serving the content in user-initiated layers allows a rich brand experience as well as the means to measure those interactions in multiple ways
[index]
Rich Banner FormatsA Showcase of Creative Uses of Eyeblaster Formats
Polite
Initial ad creative displayed whilst page loads, then unlimited file size can be served
Can be used for Std Banner upgrade
Xerox
Expandable
Multiple panels and/or floating ads launch from banner via click, mouse-over or auto-initiation
Adam Corolla
Push-down
User or auto-initiated push down banner
‘Slides’ publisher content aside rather than covering it
Coldplay
[index]
Out of Banner Formats
Floating
A Showcase of Creative Uses of Eyeblaster Formats
Ads display on transparent layer over page
Works within dimensions specified by sites
John Lewis
Full Page Overlay
Ads display on transparent layer over page
Can cover entire content within a web browser
Nike
Floating to Expandable
Floating ad to banner
Banner can include additional multiple expandable panels
Audi A3
[index]
Volvo XC90 Seat Leon Lynx
Creative Features
Page wipes
Encouraging user interaction through compelling creative ideas
A series of animated effects in response to user interaction
Fold-out
Users control the pace of the message being revealed
Synchronised
Multiple ad units seamlessly interact across a page
Works like a page ‘mask’
[index]
Interactive Functionality
Behavioural
Encouraging user interactivity beyond mere click-thru
User interactions determine what ad is shown next
Unlimited creative ‘paths’
Levi’s
Dynamic Data
Live data fed into the ad
Updateable ad content
Optional personalisation
Weather Channel
Polling
Users respond to question/s in the ad
Aggregated results displayed to the user in real time
NRL
[index]
Video Ad FormatsEyeblaster supports video content in all formats
Video served within fixed size ad unit
Can ‘tease’ by looping few frames until user interacts
Video Strip
Strip of video plays in banner space
Rollover reveals complete video in full size with audio
Louis Vuitton
Full Screen
High impact full-page media player
Optional control buttons
Constantine
Video Banner
Honda Civic
[index]
Adidas
Video Functionality
Multi-stream
Pushing the capabilities of video content beyond streaming
Push multiple media streams into ad unit
One video can trigger another via synchronisation
WOTW
Hot-spotting
Interactive layer plays on a timeline over the video
Additional content can be navigated within the video
Mazda
Interactive
Video segments are delivered in response to user interaction
User controls the experience
IAB UAP sizes were not created for Video!
Video Strip circumvents Size and Audio limitations
Kingdom of Heaven
Maximized value from the leaderboard placement
Resolved Audio conflict Didn’t compromise quality
Results: TV quality with little compromise
Using TV ads more creatively
TV ads online need to take advantage of the ‘interactivity’ of the medium
Adidas
Wanted to use TV ad in an engaging way
Cut ad into 8 clips
User could ‘remix’ the ad and send to a pal
Engaged the audience in the brand on a deeper level
Result: Interaction rate was 50%
Purpose shot video
Video created specifically for online use or new video used from TV shoot
Virgin
Created for the launch of Virgin Casino Delivers the message with video, interaction and humour
Result: High interaction and click through rates. Most ‘talked about’ gaming launch for a long time!
Interactivity that fits with your brand
Engage the viewer to deepen the connection with the brand
Content relevancyVideo should complement, not distract from the message. Be relevant to the viewers
High Quality is a mustRushing / lack of planning / no creative training….means low quality video quality and will result in Negative impact on brand / movie. Ensure video is encoded to highest level
Widest reachMake sure the video is served to multiple player formats: Flash 7/8 and WMP
different bandwidths: Low/Medium/High.
Site SpecsConsult with Eyeblaster in Publisher specs before the design phase
Video Best Practices - Summary
Source: eMarketer, April 2006 (Yankee Group 3/2006)
In-Game Advertising StrengthSpending Will Reach $733 Million By 2010
34.056.5
164.7
345.2
481.8
608.0
732.5
2004 2005 2006 2007 2008 2009 2010
US In-Game Advertising Revenues, 2004-2010 (in millions)
A “new medium” that is exhibiting rapid growth
In-Game Advertisingeb.ingames - dynamic & engaging
1
Intro message
Intro message
In game reminder
2
Branded playing space
3
Between level pre-roll
• Launched with 12 GameHouse titles in July and expanding to 50 games
• 15 & 30-second commercials shown between levels w/ one ad every 10 minutes max
• Full Screen Video & Clickable In Game Reminder
• Users are granted an additional 30-min of demo time or free forever game in exchange for ads
• Sponsorship opportunities with dynamic logo placement
In-game ad solutions for marketers and game developers
In Browser;
Dynamic Pre-Roll
In Game;
Dynamic Video
In Game Streaming Video AdvertisersEarly Adopters
Advertiser Complete video play rate CTR
Honda 77% 19%
Rachel Ray 80% 15.1%
Fox (Prison Break) 70% 27.15%
Pfizer 79.8% 14.6%
Progressive 73% 21%
Lower My Bills 80% 14.6%
Automatic interactions
Automatic and Negative InteractionsIs This What You Want to Measure?
These interactions are often included in interaction rates.
Negative interactions
Expands when banner loads
Video plays whenbanner loads
Automatic and Negative Interactions Affect Rates Automotive Category
Source: Eyeblaster Internal Data, 1/07
16% 17%
29%
0
5
10
15
20
25
30
Interaction Rate + NegativeInteractions
+ Auto Interactions
85% increase
Automatic and Negative Interactions Affect Rates Consumer Packaged Goods
Source: Eyeblaster Internal Data, 1/07
12%
38%
61%
0
10
20
30
40
50
60
70
Interaction Rate + NegativeInteractions
+ Auto Interactions
422% increase
Expandable BannersUnique Expansions Vs. Unique Expanders
Entertainment brand
15MM Impressions, 6.9MM Unique impressions
Ad Unique Expansions (The amount of impressions with at least one
expansion) : 765K
Ad unique Expanders : 548K
Mouse over expansions, especially on Top page placements, can skew expansion and interaction rates
Nissan : QashQaiDriving Interest by Racing Around Cities
Games lasted average of 90 seconds
0.9% of gamers clicked to play again
Consumer Engagement, measured accurately! – Using the Industry’s
only Unique engagement reports, determine the true size of the audience engaged.
Measure Unique Video Plays, Unique Expansions and more
Flexible campaign Analysis means – choose between Real-Time reports,
Overview reports and Desktop based pre-formatted reports.
Benchmark data – Available by Vertical, Format and Feature
Determine the effect of Frequency and Audience overlap on your
campaign Performance
Video & Rich Media reportingBest of breed analytics for Media and Creative Clients
People. Knowledge. Access.
Eyeblaster’s eb.services help break down the barriers to
launching rich media campaigns - delivering help when
you need, for all you need
24/7 global access
Complete service solutions
Designed to alleviate challenges - from the simple to the complex -
Eyeblaster service solutions make rich media campaigns easy
Service Solutions That WorkHelping Synchronize Concepts, Plans, Creative and Media
Client Services and Support
Media Services
Creative Services
Full Production Services
Expert help is never hard to find. Eyeblaster provides the guidance that makes its
world-leading Platform easy to use.
Full Campaign Management
Account managers on call
On site training
Webinars
Eyeblaster Universities
Client Services and Support: Eyeblaster 101Industry Expertise. Best Practices
Eyeblaster Campaign Launch Process
Media Planning & Buying, Creative Design and Production
Eyeblaster Campaign Production & QA
Publisher QA Process
X Days
Campaign kick off
Creative Spec and Design analysis
Designer Training
Tracking and Reporting
requirements definition
Creative Asset produced
Master Ads built in the
Eyeblaster System from
Eyeblaster Compatible assets
Media Plan inserted into
the Eyeblaster system
Full Ad QA
Ads copied to Flights/Placements
3rd Party tracking tags and
Brand survey tags implemented
in the EB system
Ads submitted to Publishers
Custom interaction defined
Publisher approval process
Creative amendment
as response to possible creative
rejections from publishers
3-5 working days (depending on publisher)
-5 -4 -3 -2 -1
3 working days
-8 -7 -6
Campaign sheets submitted to Eyeblaster
Eyeblaster IO sign-off
Collaborative TaskEyeblaster Performed TasksCreative Agency Performed Tasks Media Agency performed Tasks
Legend
Flight Live